How Not To Name: The path to a trademarkable brand name is steep and treacherous

BlackBerry: an unexpected, undescriptive name can succeed even with a supposedly risk-averse audience

At some point in your career, you may face the daunting prospect of naming a company or product. The path to a trademarkable brand name is steep and treacherous. Curvy, too. Fortunately, help is here. The six tips below offer suggestions for what you shouldn’t - and most importantly - what you should do to get on the most direct path to a winning name.

Wait until the very last minute

Be sure the new name is descriptive, begins with the letter A, and has absolutely no negative connotations